November 04, 2005

What’s the difference between feature stories and product placements?

I am frequently asked by clients what the product placements I get them in the print and broadcast will actually do for their brand. The answer is; it depends.

Every brand is at a different stage in its lifecycle and will reap different benefits from its PR campaigns and the results whether they are merely product placements, feature articles, broadcast segments or trade articles. An established, successful brand wants sales and feature stories on the brand and products. A new brand wants to make a name for itself, establish market share, and increase distribution. And a declining brand wants to renew its image and recapture its market share and image.

Key messages are then leveraged to get different types of media placements in print, broadcast and online. With my clients I like to develop 5-6 key messages that are the “talking points” for the brand. All communication should be directly linked to one of these messages. If a journalist answers a question, respond with an explanation related to one of the key messages. If the communication is off target and the presentation of the brand too scattered, so will the article that goes to print – if it goes to print at all.

So what’s the mix, what’s the formula? Honestly, there is no rule or exact formula, but rather a calculated emphasis on different key messages. Below is a general outline of the pros/cons of different placements by brands in three basic lifecycles.

New Brand:
• Product placement in media outlets is where new brands begin. These generate awareness, get sales moving, help brands get into new distribution channels and eventually help get feature stories.
• Feature stories are the goal, but hard to get as a new brand. Product placements are needed to establish credibility. A new brand, unless there is a big name behind it or has a unique story or history, will not get feature stories right away but must work toward that by building brand awareness, increasing distribution and getting celebrity advocates.

Established/Successful Brand:
• Product placement in media outlets keeps the brand present in the market and top of mind with consumers. Some placements can result in sales spikes, others just maintain awareness, but both are key to garnering feature stories.
• Feature stories are make the brand a “brand.” They show sustainability and create a lifestyle around the brand.

Declining Brand:
• Product placements show that the brand is still around and available, it also can showcases the brand’s new positioning and/or new look. This pumps new energy in the brand and creates features because of the new look and positioning.
• Feature stories can talk about what is new with the brand, the history, the new direction and the lifestyle that the brand has embodied and continues to embody. These features will generate sales and can turn a declining brand around.

Posted by Michael Rogers at 04:25 PM | TrackBack

October 04, 2005

Addressing the trust deficit: A profound and unsettling trend

For a few days in early summer, it looked as if you couldn’t trust anybody, in the government, the media or anywhere else.
For instance:
• The U.S. Centers for Disease Control were backing off their claims that obesity kills 400,000 Americans each year. (The real figure, CDC decided was 26,000 — or maybe 120,000.)
• A U.S. District Court found that Gillette’s claim that its M3Power razor raises hair up and away from the skin was “literally false.”
• The Federal Trade Commission told Tropicana to stop saying orange juice lowers blood pressure and cholesterol.
• United Airlines reneged on its pension promises.
• Newsweek had to admit it didn’t know whether its own reporting was true.
• Some small PR firms misrepresent how many offices they have and misslead potential clients.
For a while there, the only person with any credibility left was a 91-year-old ex-FBI agent admittedly suffering from dementia who, 25 years ago, broke his oath to rat out the President for lying.

Read the rest of Alan Pell Crawford artical in the PRSA News & Views, Public Relations Tactics

Posted by Steve Hultgren at 10:33 AM | TrackBack

May 05, 2005

Can I Afford A Public Relations/PR Campaign... What Are My Options?

I think you'll find the article by Al Lautenslager of Entrepreneur.com, informative as he talks about the value and affordability of a PR firm and answers the question, "can I afford a public relations campaingn?" Pierce Mattie PR retainer rates usually start at about 6K a month, for a more personalized and strategic consultation, please contact us: New York (212) 243-1431 or Los Angeles (310) 601-7825, and we'll be more then happy to discuss a plan that will work with your budget.

Area of expertise:
• Beauty PR / Fashion PR and fashion accessory public relations campaigns
• Jewelry design promotion and events
• Home Products, furnishing, decor publicity
• Travel, luxury destination public relations

Other Resources:
Links and new post to come

Posted by Steve Hultgren at 10:35 AM

February 14, 2005

Is Your Public Relations Reaching People Emotionally?

See Our Team Of "Love Junkies"

Posted by Steve Hultgren at 01:26 AM

February 13, 2005

Public Speaking - Five Pillars Of Success

(1). Start planning early.
(2). Believe in your presentation.
(3). Create realistic expectations and limitations for yourself.
(4). Always offer something new to your audience.
(5). Practice, practice, practice.

Posted by Steve Hultgren at 10:03 AM